Marriott Hotel Case Study: Hospitality Sector Post-COVID-19 Reality

This case study examines the preparedness of the hospitality sector in London following the COVID-19 pandemic, focusing on Marriott Hotel & Resort. It identifies the impacts of the pandemic on Marriott's performance, evaluates practices the hotel can adopt to improve performance post-COVID-19, and determines the challenges Marriott faces in the hospitality sector. The research uses a positivism research philosophy and a deductive approach, employing both primary and secondary data collection methods to analyze the challenges and opportunities for Marriott Hotel in a post-crisis world, including the use of AI and digital technologies.

Research Project
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Research Title: Is the hospitality sector ready for a new reality? Planning for a post-crisis world3
Chapter 1: Introduction....................................................................................................................3
Chapter 2: Critical Literature Review..............................................................................................5
Chapter 3: Research Methodology...................................................................................................8
Chapter 4: Analysis and Findings..................................................................................................11
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work.................11
Chapter 6: Conclusions..................................................................................................................11
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Research Title: Is the hospitality sector ready for a new reality? Planning for
a post-crisis world
Chapter 1: Introduction
The outbreak of COVID-19 has taken the overall world by surprises and has had many
adverse impact not only an individual but also on business operations. Due to government
restrictions. lockdown and many other strict guidelines business industry faced many challenges
in terms of managing people during the crisis, fierce competition, unrealistic expectations,
financial management etc (Anguera-Torrell, Aznar-Alarcón and Vives-Perez, 2021). The
outbreak of this pandemic created challenges in front of organization in the hospitality industry
which is among the hardest hit industry around the world due to the outbreak of covert crisis.
The present research is conducted on the preparedness of hospitality in sector for new reality and
include strategies that they can implement post crisis world. The research is conducted on
Marriott Hotel which is operating in hospitality industry and offers wide range of products and
services to customers inclusive of hotels and resort. The present research include impact of cover
19 pandemic on the performance of selected organization along with challenges that they have
faced. The research include in-depth review of data and fact with the help of literature review
analysis of data with certain recommended practices.
Background
The outbreak of COVID-19 has drastic impact on organization in hospitality sector. This
is among the hardest hit industries that has faced many issues and challenges due to the outbreak
of this pandemic. Organizations faced many challenges such as management of employees, week
communication ties between employees and organization during remote working etc. The present
research include discussion on the impact of COVID-19 pandemic over the performance of
Marriott Hotel. Along with this practices that hotel can adopt post code with to improve their
performances also been included in this research along with certain challenges that has affected
the hotel. This research analyse viewpoint of various authors and with the help of primary data
collection method generalization of data and information has been conducted to draw valid
conclusion.
Research aim
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To analyse the preparedness of hospitality sector of London after COVID-19 pandemic.
A case study on Marriott Hotel & resort.
Research Objectives
 To identify impacts of COVID-19 pandemic over the performance of Marriott Hotel.
 To evaluate the practices Marriott Hotel can adopt post COVID-19 pandemic for
improving its performance.
 To determine the challenges Marriott Hotel is facing in the hospitality sector post
COVID-19 pandemic.
Rationale
The current topic is rational as well as significant as it is mainly related with the
preparedness of hospitality sector of London after COVID-19 pandemic. This research includes
strategies and digital techniques that will benefit organization to overcome the challenges and
issues. With the help of this organization in hospitality sector can implement strategies and can
enhance effectiveness of their profitability and decision making. The present research is also
important as with the help of this company can enhance overall profitability while managing
crisis with the help of implementing digital techniques and tools. The present research is also
rational as it will help in enhancing knowledge and skill of investigator. It is important to fulfil
academic purpose and educational background of researcher associated to the topic
Research Questions
 What are the impacts of COVID-19 pandemic over the performance of Marriott Hotel?
 What are the practices Marriott Hotel can adopt post COVID-19 pandemic for improving
its performance?
 What are some of the challenges Marriott Hotel is facing in the hospitality sector post
COVID-19 pandemic?
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Research scope
The present research is having wider scope as it is conducted on the strategies in context
of preparedness of hospitality sector of London in order to overcome the consequences of covid-
19 and make research include the challenges that has been faced by Marriott Hotel, along with
the strategies to overcome the issues post covid-19 pandemic. With the help of this organization
in same sector can identify the strategies and can further implement them which will help them
to satisfy customers needs and demands along with aid them to assure greater profitability.
Overview of methodology
The present research is conducted with the help of taking use of appropriate and suitable research
methodologies. In this with the help of taking use of positivism research philosophy suitable
inappropriate information has been collected by researcher (Chi, Saldamli and Gursoy, 2021).
Along with this by taking use of deductive research approach investigator aim towards
coordinate with positivism research philosophy and conduct better testing and canning of
numeric data and facts. Furthermore investigator taking advantage of service strategy in order to
obtain sufficient sample size of data and information to draw valid conclusions. Furthermore
with the help of quantitative nature of research method information in statistics and numerical
way will be collected and further represented with the help of charts and tables. Along with this
investigator has undertaken the use of primary and secondary source of data collection method
and with the help of random sampling their viewpoint has been presented.
Chapter 2: Critical Literature Review
Literature review is defined as an overview of previously published work on a specific topic.
This is one of the most important aspect of overall research in which with the help of survey,
books, articles and many other sources relevant to a particular issue in depth study can be
conducted. The present study has been conducted on the preparedness of hospitality sector of
London Covid- 19 pandemic.
Impacts of COVID-19 pandemic over the performance of Marriott Hotel
According to the viewpoint of Clark, Mauck and Pruitt, (2021) COVID-19 has disrupted each
and every industry around the globe and lead them to face many challenges and issues that
affected their decision making profitability and performance. Furthermore it has been evaluated
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that effect of COVID-19 spread across the entire globe which not only affected cash flow of
organization but also impact on their manner of conducting business operations. Furthermore,
covid-19 has duly take the world by surprise and has drastic impact on many business sector. In
this hospitality is among one of the hardest hit industry which face number of challenges. In
context with Marriott Hotel it has been analysed that COVID-19 pandemic has impacted the
company in terms of managing people during the outbreak. As for the respective organization
people is one of their most important resources in this during the time period of COVID-19 they
faced many challenges to manage individual in order to provide them information how to
manage their work from home. Marriott Hotel also faced challenges to develop strong
communication ties between employees and organization during the difficult times. Furthermore,
it has been analysed that company also face challenges in terms of going through crisis such as
dissatisfaction among workers, fierce competition in the market segment, unrealistic expectations
of consumers, hiring suitable candidates and cyber security etc. Along with this COVID-19 has
also affected performance of Marriott Hotel in terms of making them to implement strategies to
offer cost effective services to customers (Filimonau, 2021). This enhances increasing
competition poor marketing efforts challenges. Along with this poor management
communication are some of the certain challenges alone with financial management that will the
major impact of COVID-19 on the performance of Marriott Hotel. Thus according to the
abovementioned analysis it has been analysed at Marriott Hotel during the time period of
COVID-19 faces many adverse challenges and issues which make their decision making
communication and management of employees ineffective which also affected the overall level
of satisfaction of consumers.
Practices Marriott Hotel can adopt post COVID-19 pandemic for improving its performance
According to the viewpoint of Hu, Liu and Zhou, (2021) after the outbreak of COVID-19
consumer expectation has been significantly enhanced. These expectations however seem
realistic but created many challenges in front of organization. After the outbreak of COVID-19
every sector and individual get adversely affected. However consumers seeks for affordable
services and facilities that created challenges in front of companies like Marriott Hotel. In this to
improve overall performance and satisfy customers needs and demands hotel can take advantage
of artificial intelligence. It has been analysed that due to restriction and lockdown increase in the
need to implement latest technologies generated especially in hospitality sector. With the help of
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taking use of artificial intelligence Marriott Hotel have potential to revolutionise the industry.
Furthermore it has been analysed that with the help of taking use of machine learning and AI,
Marriott Hotel can conduct their business operation in a smarter way with minimise cost, that can
further help to maximise overall efficiency and profit AI system will also benefit Marriott Hotel
to enhance consumer service with reduced staff and also benefit them to manage increased
workload, as this will benefit organization to find technological replacement for the market. It
has been analysed that artificial technology is rarely cheap ones invested in these installation will
benefit Marriott Hotel to save money (Kim and Han, 2022). It has been analysed that with the
help of taking use of voice activated system such as Alexa in hotels Marriott Hotel can allow
guests to access wide range of options from the comfort of their room. This will help
organization to manage operations in the absence of physical employees that will provide many
cost benefit to company. With the help of artificial intelligence QR code main needs and digital
booking system will also benefit Marriott Hotel to conduct their business operations in effective
manner. Furthermore with the help of AI company can have advantage in terms of data analysis
that will help them to understand consumers and potential consumers in shorter period of time.
AI will also benefit organization to conduct the business operations while focusing on green
management that will offer many positive benefits to the company. Thus according to the above
analysis it has been defined that with the help of taking use of these practices Marriott Hotel can
improve its performance and can assure higher growth and profitability in industry.
Challenges Marriott Hotel is facing in the hospitality sector post COVID-19 pandemic
According to the viewpoint of Qiu, Chen and Yuan, (2021) the global hospitality industry has
been through a lot during the outbreak of COVID-19 pandemic. This pandemic lead hotels to
make alteration in their operations in a dramatic manner in order to keep their guest as well as
staff safe. However, it has been analysed that there are number of challenges that has been faced
by Marriott Hotel post covid-19, in order to manage their business operation challenges like
implementing right technology, provide affordable and cost effective packages to customers,
attract experience labour in order to fill labour shortage gap and increase in aggressive
competition in industry were among the major challenges that has been faced by the respective
hotel. All these challenges created many issues in front of company and affected their decision
making and profitability. However this can be overcome with the help of implementing right
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technology which will benefit them to conduct their business operations in cost effective manner
and will further benefit company to invest the amount in other aspects.
As per the above analysis of the viewpoint of various authors, journal articles and previously
conducted research work it has been evaluated that COVID-19 pandemic has drastic and
dramatic impact on companies like Marriott Hotel (Sharma, Santa-María and Nicolau, 2021).
This organization is operating in hospitality industry which was the hardest head business sector
due to COVID-19 outbreak. However in order to overcome the challenges pre and post covid-19
with digital technologies use of artificial intelligence, cloud computing, virtual reality, machine
learning plays important role through which organization can conduct cost effective business
operations and will further assure higher profitability and growth.
Chapter 3: Research Methodology
Research methodology is defined as a specific technique or procedure which is used to identify
appropriate information associated to the topic. This section of research allow readers to
critically evaluate overall study reliability as well as validity. This is one of the most important
aspect of research work, as it offers important information associated to the selection of research
method. In context with present research investigation researcher has taken advantage of
research onion model in order to make sure that update methods and techniques has been
implemented.
Figure 1: Research Onion, 2020.
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Research Philosophy-
There are four essential designs and sorts of examination reasoning for instance
Positivism, interpretivism, Pragmatism and Realism that can be used by specialist to accomplish
and achieve needed research goals. In setting with present exploration on Marriott inn idea and
use of Positivism research hypothesis gave off an impression of being for the most part fitting
and sensible as it prompts an objective nature of assessment which support a more coherent and
reasonable strategy for study to achieve set targets.
Research approach-
There are two fundamental arrangements of exploration approach contains inductive and
rational methodology out of which use and consequences of insightful exploration approach is
seemed, by all accounts, to be more genuine and appropriate for energy assessment as it the one
that help objective nature of assessment as furthermore truly coordinate with positivism research
thinking. Further, the another clarification and protection for assurance of logical system relies
upon the way that it prompts give and better caning and testing of numeric real factors and data
which are more basic to show up at a specific result for the satisfaction of laid out objectives.
Research strategy-
The entire design and plan of and research is for the most part dependent and considering
the assurance of investigation framework which involves activity research, perception, overview,
tests, observational exploration. From these, scientist has taken utilization of study system, use
and implications of review structure gave off an impression of being by and large sensible as it
works with a reasonable technique for getting sufficient model size and assemble data from a
greater number of people to unequivocally arrive at a significant assurance.
Choices of method-
Qualitative and quantitative are two central set and sort of assessment system out of
which one or a mix of both is applied by a specialist to finish assessment where emotional is
connected with all around assessment where as quantitative relies upon real essence of
assessment. In setting with present examination, use of quantitative nature of investigation
procedure had all the earmarks of being more sensible as it helps and works with grouping of
required information in numerical and authentic game plan of data that is easy to accumulate and
introduce. Further, utilization of quantitative nature of investigation methodology is also
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authentic to have better demonstration of accumulates real factors in more proficient and
engaging way through using tables and diagrams.
Data collection and analysis-
There are two sources or principal starting from where data can be assembled by a
researcher which incorporates primary and secondary source of data collection. Decision of both
primary and secondary source of data grouping are appropriate and sensible for current
assessment to ensure openness of copious and relevant plan of data for current assessment.
Further, primary method is reasonable to have combination of immediate and substantial game
plan of data clearly from picked individuals where as secondary source of data gives a period
useful sort of assessment close by working with assistance for assembled data with the help and
usage of past disclosures and investigation work. Investigation of essential information would be
used repeat table and pie graphs where as optional information has been assessed with the
assistance of literature review.
Sampling-
This is statistical process that helps investigators to gather sufficient amount of sample
size of respondents. In order to conduct present research investigation investigator has selected
available sample size of large population of respondents (Yu, Park and Hyun, 2021). In this with
the help of taking use of random sampling method investigator has selected sample size of 30
respondents those who are employees of Marriott Hotel. The primary reason behind taking
advantage of this method is to collect primary data in effective manner, as it helps in providing
equal chances of opportunity to all the participants. In this investigator has undertaken the
advantage of questionnaire.
Questionnaire
Q1) Are you aware with the impact of Covid-19 pandemic on hospitality sector.?
a) Yes
b) No
c) Neutral
Q2) As per your opinion do you think, COVID-19 pandemic affected the performance of
Marriott Hotel?
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a) Yes
b) No
c) Neutral
Q3) According to your view point, does COVID-19 pandemic decreases performance and
predacity of organisations in hospitality sector in London?
a) Yes
b) No
c) Neutral
Q4) As per your opinion, digital tools and technologies have tendency to benefit Marriott
Hotel to overcome challenges post COVID-19 pandemic?
a) Yes
b) No
c) Neutral
Q5) What is the impact of COVID-19 pandemic on the performance of Marriott Hotel in
London?
a) Positive
b) Negative
c) Neutral
Q6) According to you, what are the challenges Marriott Hotel facing in the hospitality
sector post COVID-19 pandemic?
a) Communication between employees and management
b) Lack of leadership
c) Competition
d) Unrealistic consumer expectations
e) Increase in investment of health and safety
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Q7) According to your view point, what are the practices Marriott Hotel can adopt post
COVID-19 pandemic for improving its performance?
a) AI
b) Virtual reality
c) Augmented reality
d) Machine learning
Q8) In what way digital technologies benefit Marriott Hotel COVID-19 pandemic to
enhance performance and productivity?
b) Employees collaboration
c) Increase in consumer satisfaction
c) Employees engagement
d) Increase in competitive strength
Q9) According to your view point, which organisation has managed business performance
effectively post covid?
a) Hyatt
b) Four Seasons Hotels and Resorts
c) Hilton
d) Marriott
e) IHG
Q10) According to you, what are the potential strategies that will help Marriott Hotel to
deal with post COVID-19 pandemic challenges?
a) Digital training to employees
b) Implement advanced technologies
c) Increase in investment on AI
d) Robotics
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